the pr creator
ethel's club
A wellness digital and in person space centralized around people of color and providing healing, community, individuality, and more.
During the Covid-19 pandemic, Ethel's Club had to close their doors for their physical space and transition to being a digital wellness hub, which served as a hindrance to the brand as their main audience were of Brooklyn, NY and the greater NYC area.
Now... after nearly 2 years, they are ready to re-open their doors, and continue furthering their main purpose - of being a healing space.
the thought:
How can Ethel's Club amplify awareness of its brand on a national scale, now that they have the platform to do so?
the plan:
Ethel’s founding values are not only to provide tools for BIPOC to thrive as individuals, but to create new worlds where to come together as a community.
In order to amplify their message, Ethel's Club will leverage the new partners and channels they've earned over the past two years, and launch a social campaign in which will further their brand visibility & solidify community.
Your journey to self love doesn't have to happen alone, It can be done with others.
#BestVersionOfU(S)
the way in:
48% of Millennials and 43% of Gen Z listen to weekly podcasts
Podcasts present multi channel opportunity to leverage individual creators on instagram, Tiktok and Youtube as well as content on all podcast platforms
what we'll do:
Utilize influencers with podcasts for a dual-purpose influencer campaign.
The ideal candidate facilitates conversations about healing, health and wellness, the black experience, stigmas around mental health in the black community while also having an impressive following and engagement across platforms.
Meet The Influencers
Duke, Omar & Jalon
Nice & Neat Podcast
The Nice and Neat podcast breaks stigmas against black men seeking help with mental health, sharing their experiences around coming of age, family, friendships and healing through community.
@duke on IG: 162k
@just.jalon on IG: 14.6k
@omar.bolden on IG: 238k
@niceandneatthepodcast on IG: 26k
Tiktok: 72.2k
Shan Boody
The Lovers & Friends Podcast
The Lovers and Friends podcast drops weekly with guests from celebrities, content creators and educators discussing topics around relationships, sex, parenting and body image.
@shanboody: 546k
@loversandfriendspodcast: 12k
Youtube: 683k
Khadeen & Devale
Deadass The Podcast
Deadass the Podcast discusses, love, mental health, marriage, family and everything in between with a factual, no frills approach they call "the Brooklyn way"
@khadeeniam: 1M
@iamdevale: 1.8M
@deadassthepodcast: 111k
Social and Activations
Healing Through Love
Khadeen and Devale will be returning to their hometown, Brooklyn, New York, to host an in-person live podcast experience at Ethel's Club.
The event will take place on Valentine's Day and will be a conversation about understanding and constructing healthy relationships.
Individuals who purchase tickets will receive a free sign up to Ethel's Club as well as 25% off of their first 3 purchases on ethelsclub.com.
Brand visibility across a multi-platform scale (Instagram, TikTok, YouTube) with a push for viewers/attendees to learn more about and sign up for Ethel's Club.
During every event, conversation will trickle back to what service(s) Ethel's Club offers in relation to the topic, such as therapy, health and wellness i.e, yoga, community, and more.
Earned Media
Continuing to facilitate conversations around health and wellness while amplifying visibility of Ethel's Club, we will focus our efforts on advertising and messaging through features via earned media with the way in through our selected influencers.
the evaluation: